外卖“新国标”：重构万亿市场的规则与生态

Core Viewpoint - The introduction of the "New National Standard" for the food delivery industry in China marks the first systematic national regulation, aiming to address long-standing issues such as intense competition, "ghost deliveries," and overworked delivery personnel, thereby redefining the competitive landscape and balancing interests among stakeholders [1][9]. Group 1: Fee Transparency and Merchant Management - The new standard mandates transparent fee structures to eliminate confusion for merchants, who previously faced multiple hidden charges leading to losses despite high sales [4]. - It establishes a rigorous "three certificates and one address" verification mechanism to combat unlicensed operations, increasing penalties for violations significantly [5]. - The standard aims to reduce marketing expenses from 18% to 12% by shifting platforms from a subsidy-driven model to a service-driven approach [5]. Group 2: Consumer Rights and Delivery Personnel Welfare - The introduction of an intelligent order control system is expected to reduce order cancellation rates by 35% and increase user repurchase rates by 20% [6]. - New regulations impose dual controls on delivery personnel's working hours and order quantities, enhancing their working conditions and income stability [6][7]. - The standard requires platforms to establish a fair compensation system linked to labor intensity and skill levels, with pilot programs showing an increase in average monthly income for delivery personnel [7]. Group 3: Platform Transformation and Market Dynamics - Platforms are encouraged to transition from being "traffic sellers" to "service providers," with short-term revenue impacts expected but long-term value growth anticipated due to improved merchant retention [8]. - Merchants can now focus on quality improvements rather than navigating complex platform rules, leading to enhanced customer loyalty [8]. - Consumers will benefit from increased service transparency, with real-time data on merchant ratings and delivery performance being made available [8]. Group 4: Broader Implications and Future Trends - The new standard positions China as a leader in global platform economy governance, providing a replicable framework for balancing business innovation with social responsibility [9]. - The implementation of the standard is expected to lead to a rationalized competitive landscape, healthier industry ecology, and standardized governance models for the 20 million platform economy workers in China [11].